Looking to use Social Channels to drive email? Better consider these best practices first...

3. What is Social Capital? Proprietary and Confidential | Social capital is the personal currency you manage when you interact with friends, family, colleagues and associates. People gain social capital through positive behavior within networks – and lose it through negative behavior. In short, you are what your network perceives you to be. This notion shapes and influences your behavior.

4. Why Does Social Capital Matter to Marketers? Proprietary and Confidential | As a marketer, you care about: Reach , Conversions & Revenue . Social media will accelerate these metrics ONLY if your consumer spends social capital on your behalf. The Challenge Your customers deeply value their social capital. People don’t risk social capital without great consideration.

5. Proprietary and Confidential | What will motivate your customers to spend their social capital and engage their friends on your behalf?

6. Grouping Motivators by Social Media Campaign Type Proprietary and Confidential | Self-Expression Status Recognition Altruism Self-Interest Acceptance Acceptance Acceptance Greed Honor Honor Honor Idealism Idealism Idealism Independence Independence Independence Social Contact Social Contact Social Contact Status Status Curiosity Power